Every evening I come home and walk by a mountain of garbage from my building in this otherwise beautiful neighborhood of Brooklyn, NY. It makes me think about my contribution to that, not only on a personal level but a professional one. As owner of a graphic design studio, I know all too well that half of the services we offer involve the design and development of stuff that ultimately ends up in the trash. They're things that are used to promote a product or service.

When it comes to rebranding, its easy to get caught up in the visualization and forget the foundational elements required to build an enduring success. Here's how two companies did it right—and the 13 telltale signs that your rebranding is nothing more than ephemera.

Marissa Mayer has already solved Yahoo's problems—at Google. Can she now solve them at Yahoo, too? We thumb through the Mayer interview archives for insights into what to expect for Yahoo under its new CEO.

Whether it's a soda can, a car, a doll, a fragrance, a smartphone, or laptop, your brand needs to be smashable—instantly identifiable via its shape, design, copy, contours, and even navigation. Think this all relies on the logo? Think again.